Morrisons supermarket has encountered significant IT issues just days before Christmas, impacting its popular More Card loyalty program and disrupting thousands of shoppers hoping to collect discounts on their holiday purchases. Customers reported being unable to redeem their More Card vouchers, leading to frustrations as many relied on these savings during the busy shopping period.
The problems began early on December 23, 2023, with the supermarket chain announcing on social media and through spokespersons, "Today we are experiencing some system issues which are affecting our More Card customers. For More Card customers who have Morrisons Fivers to redeem, these will be done manually in store by colleagues." To exacerbate the situation, the issues also affected Click and Collect orders, leaving customers confused and uncertain about when their shopping would be ready for collection.
Shoppers took to social media platforms to air their grievances. One notable complaint highlighted how customers paid much more than expected; one shopper tweeted, "I’ve just wasted an hour of my life shopping at Morrisons only to find out... I’ve been charged £40 more than I should because the More Cards aren’t working. No communication at all!" Another customer lamented the lack of information provided, stating, "...Hope you’re not hoping to get any deals today or use your card. Conveniently they are all down across all stores!" Feedback like this illustrated the widespread disappointment felt by many who counted on Morrisons for holiday shopping deals.
To combat this turmoil, Morrisons moved quickly to alleviate customer concerns. The supermarket announced price changes for its top 100 items previously exclusive to More Card holders. Now, products such as the famous 10p vegetable bags and other festive essentials like turkeys and spirits became available to all shoppers at regular prices. The spokesperson elaborated, "All our stores have now made the top 100 More Card prices the regular price - including the 10p veg deal, turkeys, spirits and champagne. And in addition, we will give More Card customers an extra 10 percent off their entire shop as an apology." This additional discount aims to compensate for the inconveniences experienced by holiday shoppers.
Further complicate matters, many home delivery orders faced delays, leaving customers anxious about their Christmas meals. Morrisons’ statement included clear instructions for Click and Collect customers to await email notifications confirming the readiness of their orders. “For Click and Collect orders, we are asking customers to wait for an email to inform them their order is ready for collection before heading to store,” the spokesperson explained, indicating the company’s efforts to manage expectations amid the crisis.
Among the frustrations voiced, one user captured the chaos at their local Morrisons perfectly. "I got an email saying there was an issue with my delivery so it would be late, and now I can’t even log in. I booked this slot months ago and I’m seriously concerned I’m going to be without food for Christmas!" Such sentiments reflect broader anxieties felt by many consumers during this busy season.
The timing of these technical difficulties couldn’t have been worse. With Christmas being one of the peak shopping times of the year, industry analysts pointed out the repercussions for Morrisons’ service reputation. Steve Dresser, CEO of Grocery Insight, noted, "It's hard to think of a worse time for the loyalty scheme to fail as it has at Morrisons today. Of course the loyalty prices will have to be honored somehow, but it will be very difficult for the stores to deal with everything." His insights underscored the challenges retailers face during high-demand periods paired with customer expectations for seamless service.
Morrisons’ reputation is on the line as it navigates this tumultuous season. The company has been pushing its More Card promotions heavily this December, promising customers the chance to save extensively through their loyalty program. The relaunch of the More Card has been marketed aggressively by the retailer, which recently shifted its strategy to allow customers to accrue points on nearly all purchases and not just select items. With their early gambit during the Christmas shopping season offering staple items for under 10p, it’s easy to see why customers felt let down as they experienced these disruptions.
Despite these hiccups, Morrisons is taking action to regain customer trust, apologizing profusely for these outages and offering additional discounts as compensation. “We sincerely apologise to our customers for this inconvenience,” the spokesperson reaffirmed as the supermarket navigated this unexpected storm.
For many Christmas shoppers, the hope is to enjoy festive meals and time with family, making smooth shopping experiences more important than ever. Morrisons, with its high expectations set for the holiday season, is now left to remedy the frustrations caused by technology and assure customers they remain committed to rewarding their loyalty even amid troubleshooting efforts.
